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Informationen zum Autor Steve Harrison was European Creative Director (OgilvyOne) and Global Creative Director (Wunderman) either side of starting his own agency, HTW. At HTW, he won more Cannes Lions in his discipline than any creative director in the world. That discipline was direct marketing, which means his copy was judged not by how clever it was but by how many things it sold. When he left agency life, Campaign magazine described him as 'the greatest direct marketing creative of his generation'. Steve's work appears in The D&AD Copy Book , which features the world's top 50 copywriters of the past 50 years. His How to Do Better Creative Work became the most expensive advertising book of all time when it traded on Amazon.co.uk at £3,854 a copy. It is published in English, Mandarin, Spanish and Italian. Klappentext An easy-to-read, step-by-step guide to writing copy that gets noticed, engaged with and acted upon Whether you're a freelance writer drumming up business from clients, an entrepreneur trying to get new leads and more sales, an agency creative in need of inspiration, or you simply want to persuade someone to adopt your point of view, this book will help you write copy that works. how to: write better copy teaches you to stop and think about how best to appeal to your reader before you begin, how to make your writing interesting, and how to create the brief and plan your copy. Then it takes you step-by-step from writing the perfect headline through to getting the response you want. With examples at every stage, and explanations based on both the author's twenty-five years' experience and recent scientific research, this book will hone your skills - no matter whether you're writing web pages or press ads, e-zines or direct mail, posters or landing pages, newsletters or emails, brochures or blogs. Steve Harrison is a former global creative director and an award-winning copywriter. Advice on getting people to notice your copy, engage with it and do what you want them to do. Zusammenfassung Advice on getting people to notice your copy, engage with it and do what you want them to do. Inhaltsverzeichnis Chapter - 1: What You Really Want is 'Effective' Copy Chapter - 2: The Thinking Before the Writing Chapter - 3: How to Write Your Brief Chapter - 4: Getting Your Message in the Right Order Chapter - 5: How to Write Your Headline Chapter - 6: How to Write Your Body Copy Chapter - 7: Your Second Draft: Put These Things In Chapter - 8: Your Third Draft: Cut These Things Out Chapter - 9: Rewrite Chapter - 10: How to Lay Your Copy Out Section - i: P.S. That was the theory: But what about the practice? Section - ii: Notes Acknowledgements - iii: Acknowledgements Index - iv: Index...
About the author
Steve Harrison was European Creative Director (OgilvyOne) and Global Creative Director (Wunderman) either side of starting his own agency, HTW. At HTW, he won more Cannes Lions in his discipline than any creative director in the world. That discipline was direct marketing, which means his copy was judged not by how clever it was but by how many things it sold. When he left agency life, Campaign magazine described him as 'the greatest direct marketing creative of his generation'. Steve's work appears in The D&AD Copy Book, which features the world's top 50 copywriters of the past 50 years. His How to Do Better Creative Work became the most expensive advertising book of all time when it traded on Amazon.co.uk at £3,854 a copy. It is published in English, Mandarin, Spanish and Italian.
